SORTIE Agency Redefines Sports Marketing with Historic Herbalgy Trophy Campaign – Arsenal vs Tottenham Hotspur
A Landmark Moment in Hong Kong Sports History - A Global Phenomenon in Sports Marketing
In 2025, SORTIE Agency engineered a sports marketing masterpiece that transcended borders, generating over HK$12.8 billion brand impressions worldwide through the historic Herbalgy Trophy clash between Arsenal and Tottenham Hotspur. The campaign's crowning moment came when Spurs lifted the magnificent Herbalgy Trophy, its distinctive logo meticulously crafted by SORTIE's team, creating an iconic image that circled the globe. As the Spurs squad celebrated with the Herbalgy Trophy, the value of SORTIE's holistic approach became undeniable. This watershed event at Hong Kong's Kai Tak Sports Park didn't just break local attendance records with 49,975 fans - it captured the imagination of football enthusiasts across continents, proving the power of Asian-originated sports properties on the world stage. More importantly, it provided enduring brand assets that continue to generate value long after the final whistle, with the trophy presentation images repurposed across Herbalgy's global marketing channels.
From Local Activation to Global Recognition
The sight of Tottenham Hotspur players hoisting the SORTIE-designed Herbalgy Trophy became one of the most shared sports moments of the year, with the distinctive trophy design trending across social platforms. Our 360° campaign achieved what few thought possible - transforming a local wellness brand into a globally recognised name through strategic sports partnerships. The trophy's elegant design, blending traditional Chinese motifs with contemporary football aesthetics, became synonymous with elite competition, its image beaming to millions of households worldwide during match coverage.
Turning Hong Kong into a Football Paradise
The campaign’s brilliance lay in its seamless fusion of brand storytelling and immersive fan engagement. SORTIE orchestrated a complete citywide takeover, converting Hong Kong into a football haven through an innovative 360° out-of-home advertising blitz. From transforming the iconic Red Cross Harbour Tunnel into a tunnel of champions to activating the East Harbour Crossing and MTR stations with football fever, every corner of the city pulsed with energy. The campaign drove a staggering 200% retail sales surge while branded ice cream trucks became mobile engagement hubs, delighting fans with Touch-Cool-inspired gelato and interactive NFC-powered games that blended physical and digital experiences.
So Cool Summer Pop-Up: A Youth Market Sensation
To captivate younger audiences, Herbalgy partnered with beloved local gelato brand TEEMTONEfai for the "So Cool Summer Pop-Up Campaign." Inspired by Herbalgy’s signature Touch-Cool product, refreshing mint gelato and sample packs distributed across key Hong Kong and Kowloon locations sparked a viral social media frenzy. This playful yet strategic activation amplified brand visibility and engagement, creating organic reach that traditional advertising couldn’t match.
Memorable Experiences, Meaningful Community Impact
Beyond delivering an electrifying football match, SORTIE ensured the campaign created lasting emotional connections. Through interactive social media contests, Herbalgy granted 10 lucky fans the once-in-a-lifetime opportunity to meet Tottenham Hotspur players. The campaign’s heart shone brightest through the "Stand Up with Love: Angel Mission" initiative, where five extraordinary children from Hong Kong’s special needs community fulfilled dreams by walking onto the pitch alongside Arsenal players. As the 50,000-strong crowd rose in unified applause, the moment became a powerful testament to sport’s ability to inspire and unite.
Herbalgy: Powering Hong Kong’s Sports Culture
The Herbalgy Trophy campaign showcased why the brand has become Hong Kong’s trusted sports wellness partner. By fusing traditional Chinese herbal wisdom with modern science, Herbalgy has developed products that effectively combat muscle soreness, joint discomfort, and post-exercise fatigue. The campaign’s success, highlighted by Tottenham Hotspur lifting the iconic SORTIE-designed Herbalgy Trophy, elevated the brand from local favorite to global contender, solidifying its leadership in wellness and commitment to fostering sports culture.
The SORTIE Difference: From Concept to Icon
Our agency's involvement extended far beyond event logistics - we created an enduring symbol of sporting excellence. The Herbalgy Trophy's design process embodied our strategic approach: blending local heritage with international appeal to create something truly special. Today, that trophy stands not just as a football award, but as proof of SORTIE's ability to elevate brands through culturally resonant, visually striking sports marketing solutions that capture worldwide attention.
The Next Chapter: Expanding Herbalgy’s Sports Legacy
Building on this historic achievement, SORTIE and Herbalgy are poised to elevate their partnership to new heights. The roadmap includes expanding community engagement through grassroots football clinics and wellness programs that nurture young talent across Hong Kong. Digital innovation will take center stage with augmented reality fan experiences and gamified loyalty programs designed to deepen consumer connections. Global ambitions will see Herbalgy explore international sports partnerships to establish itself as a world-class performance brand, while sustainability initiatives will align with Hong Kong’s green movement, reinforcing the brand’s commitment to holistic wellness.
The Herbalgy Trophy campaign redefined what’s possible for Asian brands in global sports marketing, proving that with visionary agency expertise, local brands can create moments with worldwide resonance. For marketing leaders seeking to make history, SORTIE Agency delivers end-to-end solutions that transform sponsorships into cultural phenomena, crafting campaigns that inspire audiences and deliver unparalleled business impact. The pitch is set – is your brand ready for its historic moment?
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